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AN APPLICATION OF SWOT ANALYSIS AS A STRATEGIC PLANNING TOOL: A CASE OF CADBURY, INC. IN CONFECTIONERY INDUSTRY

Yıl 2019, Sayı: 25, 153 - 164, 25.10.2019
https://doi.org/10.18092/ulikidince.579949

Öz

Bu
çalışma, Cadbury A.Ş. ve şekerleme endüstrisi analizlerini kapsamaktadır.
Çalışma, SWOT analizi yardımıyla Cadbury A.Ş.’nin içinde bulunduğu sektörü ve
işletme düzeyinde stratejileri etkileyen dış ve iç kuvvetleri analiz
etmektedir. Çevrenin analizi ve şirketin pazarlama planı tasarlanırken durumsal
faktörler göz önünde bulundurulduğu gözlenmiştir. Cadbury A.Ş.’nin örgütsel
bağlamda sahip olduğu güçlü yönlerden faydalanırken; zayıf yönlerin olumsuz
etkilerini en aza indirgemeye yönelik çeşitli stratejiler kurduğu görülmüştür.
Şirketin bu stratejileri, pazar fırsatlarından yararlanmasına ve herhangi bir
tehditten kaçınmasına fayda sağlayacağı için oldukça önemlidir. Cadbury A.Ş.’nin
ürünleri yüksek fiyatla ithal edilen atıştırmalık ve yiyeceklere kıyasla daha
uygun fiyatlı ve eşit derecede rekabetçi bir alternatiftir. Cadbury A.Ş.’nin
şirket stratejilerinin aynı sektörde yer alan diğer şirketlerden daha üstün ve
başarılı olduğu sonucuna ulaşılmıştır.



Çalışma,
şirketi etkileyen dış güçleri, bulunduğu sektörü ve şirketin çevresini analiz
etmektedir. Böylelikle şekerleme endüstrisinin geleceği hakkında gerçekçi
öngörüler sunulmakta ve sektörün dinamikleri hakkında önemli bilgilere
ulaşılmaktadır. Bu çalışma gelecekteki araştırmalara şekerleme endüstrisindeki
firmaların çevresel analizi için önemli alanları vurgulayan kavramsal bir
çerçeve sunmaktadır. 

Kaynakça

  • 1. Ambler, T. (2000). Marketing metrics. Business Strategy Review, 11(2), 59-66.2. Bailey, A. R. (2011). Regulating the supermarket in 1960s Britain: exploring the changing relationship of food manufacturers and retailers through the Cadbury archive.3. Bradley, J. (2011). Cadbury's purple reign: The story behind chocolate's best-loved brand. John Wiley & Sons.4. Business Teacher (BT). (2017). “Strategies for Cadbury Schweppes to Engage Consumers and Promote Its US Retail Channels”. pp.5. www.businessteacher.org.uk5. Collins, D. J., & Rukstad, M. G. (2008). Can you say what your strategy is? Harvard Business Review, 86, 82-88.6. Fitzgerald, R. (1989). Rowntree and Market Strategy, 1897-1939. Business and Economic History, 18, 45-58.7. Fitzgerald, R. (2005). Products, firms and consumption: Cadbury and the development of marketing, 1900–1939. Business History, 47(4), 511-531.8. Fitzgerald, R. (2006). Rowntree and the marketing revolution, 1862-1969. Cambridge University Press.9. Gay, K. (2001). A Boardroom Revolution? The impact of the Cadbury nexus on the work of non‐executive directors of FTSE 350 companies. Corporate Governance: An International Review, 9(3), 152-164.10. Individual Economics. (2013). “Economics Analysis of Cadbury”. http://economics-on-cadbury.blogspot.com/2013/10/economics-analysis-of-cadbury.html11. Insight Community. (2019). “Randall Frost, Cadbury in Foreign Markets”. https://www.insightcommunity.com/case.php?iid=119412. Janczewska, D. (2015). Implementation of Modern Methods of Marketing Analysis in Microenterprise in Confectionery Branch. Przedsiębiorczość i Zarządzanie, 16(12, cz. 3 Marketing w teorii i praktyce), 41-53.13. Jones, G. (2006). Multinational Chocolate: Cadbury Overseas, 1918–39. Reshaping work: the Cadbury experience (Vol. 16). Cambridge University Press.14. Kraft Foods Inc. (2009). “Kraft May Need 850-900p to Swallow Cadbury”. http://www.21food.com/news/detail23688.html15. Krishna Gopalan. (2010). “Strategy In A Sweet Spot”. http://archives.digitaltoday.in/businesstoday/20070506/features3.html16. Market Research.com. (2019). “Market Research for Cadbury Inc.”www.datamonitor.com17. Menrad, K. (2003). Market and marketing of functional food in Europe. Journal of food engineering, 56(2-3), 181-188.18. Mondelez International. (2019). www.cadbury.com , www.cadbury.co.uk19. Neilson, J., & Pritchard, B. (2011). Value chain struggles: Institutions and governance in the plantation districts of South India (Vol. 93). John Wiley & Sons.20. Omran, M., Atrill, P., & Pointon, J. (2002). Shareholders versus stakeholders: corporate mission statements and investor returns. Business Ethics: A European Review, 11(4), 318-326.21. Patnaik, B. C. M., & Sahoo, P. K. (2012). An empirical study on consumer behavior towards Cadbury's India Ltd. and Nestle India Ltd.(A case study of male and female of Cuttack and Bhubaneswar of Odisha). Trans Asian Journal of Marketing & Management Research, 1(1), 1-11.22. Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 25-40.23. Rowlinson, M. (1995). Strategy, structure and culture: Cadbury, divisionalization and merger in the 1960s. Journal of Management Studies, 32(2), 121-140.24. Saunders, J., & Guoqun, F. (1997). Dual branding: how corporate names add value. Journal of product and Brand Management, 6(1), 40-48.25. The Statistics Portal. (2019). www.statista.com26. Webber, M. J. (2009). Chocolate Marketing and Other Aspects of the Confectionery Industry Worldwide. Industrial Chocolate Manufacture and Use:, 636-655.27. Yip, G. S., & Coundouriotis, G. A. (1991). Diagnosing global strategy potential: The world chocolate confectionery industry. Planning Review, 19(1), 4-14.28. Zhang, C. (2001). Global market strategy in the confectionery industry: The case of Hershey foods corporation (No. 1097-2016-88551).29. Zhu, H., Hitt, M. A., & Tihanyi, L. (2006). The Internationalization of SMES in Emerging Economies: Institional Embeddedness and Absorptive Capacities. Journal of Small Business Strategy, 17(2), 1-26.

AN APPLICATION OF SWOT ANALYSIS AS A STRATEGIC PLANNING TOOL: A CASE OF CADBURY, INC. IN CONFECTIONERY INDUSTRY

Yıl 2019, Sayı: 25, 153 - 164, 25.10.2019
https://doi.org/10.18092/ulikidince.579949

Öz

This paper provides
analysis on Cadbury, Inc and confectionery
industry. The paper analyzes the external and internal forces
affecting the company, the industry it operates and its
business level strategies. Considering the situational features such
as opportunities and threats when designing the environmental analysis and making
realistic marketing plan is very crucial because a company will benefit from its
own strengths, eliminate its weaknesses, benefit from environmental opportunities
and protect itself from environmental threats. On
the simple basis of product quality and taste, Cadbury proves to be superior to
other commercially available chocolate even with the seeming similarities in
texture.



This paper deals with two main
research flows: environmental analysis and situational factors which allows organizations
to compose an effective marketing plan. This study provides a framework that implement
a common consensus on these research flows by specifiying some important issues
for future research and by making effective strategy analysis in the confectionery
industry.

Kaynakça

  • 1. Ambler, T. (2000). Marketing metrics. Business Strategy Review, 11(2), 59-66.2. Bailey, A. R. (2011). Regulating the supermarket in 1960s Britain: exploring the changing relationship of food manufacturers and retailers through the Cadbury archive.3. Bradley, J. (2011). Cadbury's purple reign: The story behind chocolate's best-loved brand. John Wiley & Sons.4. Business Teacher (BT). (2017). “Strategies for Cadbury Schweppes to Engage Consumers and Promote Its US Retail Channels”. pp.5. www.businessteacher.org.uk5. Collins, D. J., & Rukstad, M. G. (2008). Can you say what your strategy is? Harvard Business Review, 86, 82-88.6. Fitzgerald, R. (1989). Rowntree and Market Strategy, 1897-1939. Business and Economic History, 18, 45-58.7. Fitzgerald, R. (2005). Products, firms and consumption: Cadbury and the development of marketing, 1900–1939. Business History, 47(4), 511-531.8. Fitzgerald, R. (2006). Rowntree and the marketing revolution, 1862-1969. Cambridge University Press.9. Gay, K. (2001). A Boardroom Revolution? The impact of the Cadbury nexus on the work of non‐executive directors of FTSE 350 companies. Corporate Governance: An International Review, 9(3), 152-164.10. Individual Economics. (2013). “Economics Analysis of Cadbury”. http://economics-on-cadbury.blogspot.com/2013/10/economics-analysis-of-cadbury.html11. Insight Community. (2019). “Randall Frost, Cadbury in Foreign Markets”. https://www.insightcommunity.com/case.php?iid=119412. Janczewska, D. (2015). Implementation of Modern Methods of Marketing Analysis in Microenterprise in Confectionery Branch. Przedsiębiorczość i Zarządzanie, 16(12, cz. 3 Marketing w teorii i praktyce), 41-53.13. Jones, G. (2006). Multinational Chocolate: Cadbury Overseas, 1918–39. Reshaping work: the Cadbury experience (Vol. 16). Cambridge University Press.14. Kraft Foods Inc. (2009). “Kraft May Need 850-900p to Swallow Cadbury”. http://www.21food.com/news/detail23688.html15. Krishna Gopalan. (2010). “Strategy In A Sweet Spot”. http://archives.digitaltoday.in/businesstoday/20070506/features3.html16. Market Research.com. (2019). “Market Research for Cadbury Inc.”www.datamonitor.com17. Menrad, K. (2003). Market and marketing of functional food in Europe. Journal of food engineering, 56(2-3), 181-188.18. Mondelez International. (2019). www.cadbury.com , www.cadbury.co.uk19. Neilson, J., & Pritchard, B. (2011). Value chain struggles: Institutions and governance in the plantation districts of South India (Vol. 93). John Wiley & Sons.20. Omran, M., Atrill, P., & Pointon, J. (2002). Shareholders versus stakeholders: corporate mission statements and investor returns. Business Ethics: A European Review, 11(4), 318-326.21. Patnaik, B. C. M., & Sahoo, P. K. (2012). An empirical study on consumer behavior towards Cadbury's India Ltd. and Nestle India Ltd.(A case study of male and female of Cuttack and Bhubaneswar of Odisha). Trans Asian Journal of Marketing & Management Research, 1(1), 1-11.22. Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 25-40.23. Rowlinson, M. (1995). Strategy, structure and culture: Cadbury, divisionalization and merger in the 1960s. Journal of Management Studies, 32(2), 121-140.24. Saunders, J., & Guoqun, F. (1997). Dual branding: how corporate names add value. Journal of product and Brand Management, 6(1), 40-48.25. The Statistics Portal. (2019). www.statista.com26. Webber, M. J. (2009). Chocolate Marketing and Other Aspects of the Confectionery Industry Worldwide. Industrial Chocolate Manufacture and Use:, 636-655.27. Yip, G. S., & Coundouriotis, G. A. (1991). Diagnosing global strategy potential: The world chocolate confectionery industry. Planning Review, 19(1), 4-14.28. Zhang, C. (2001). Global market strategy in the confectionery industry: The case of Hershey foods corporation (No. 1097-2016-88551).29. Zhu, H., Hitt, M. A., & Tihanyi, L. (2006). The Internationalization of SMES in Emerging Economies: Institional Embeddedness and Absorptive Capacities. Journal of Small Business Strategy, 17(2), 1-26.
Toplam 1 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm MAKALELER
Yazarlar

Duygu Hıdıroğlu

Yayımlanma Tarihi 25 Ekim 2019
Yayımlandığı Sayı Yıl 2019 Sayı: 25

Kaynak Göster

APA Hıdıroğlu, D. (2019). AN APPLICATION OF SWOT ANALYSIS AS A STRATEGIC PLANNING TOOL: A CASE OF CADBURY, INC. IN CONFECTIONERY INDUSTRY. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(25), 153-164. https://doi.org/10.18092/ulikidince.579949


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